Generative Artificial Intelligence has rapidly moved from experimentation to boardroom priority. Many organizations now describe themselves as data driven, yet a growing number are struggling to translate GenAI investments into measurable business value. This accepted scholarly research presentation examines why access to data alone is not enough and why many data-rich firms continue to fall short when deploying GenAI initiatives.
Drawing on a qualitative multi-case study of Brazilian enterprises, the research explores how structural barriers undermine value creation. Through in-depth interviews with C-level executives, the study reveals that gaps in data governance, strategic alignment, and digital literacy disrupt the connection between GenAI capabilities and organizational objectives. These challenges often result in isolated pilots, misaligned expectations, and limited operational impact rather than scalable transformation.
The findings highlight that successful GenAI adoption depends on more than advanced technology. Firms that struggle to deliver value frequently lack integrated leadership approaches that connect analytics, strategy, and culture. The research emphasizes the role of analytical leadership and cultural change management in fostering a truly data-driven environment where GenAI initiatives support decision making, innovation, and long-term value capture.
The presentation introduces a framework designed to help organizations close the GenAI gap by synchronizing data strategy with business goals. By aligning governance structures, improving data literacy, and embedding GenAI initiatives within broader strategic priorities, firms can move beyond experimentation toward sustained competitive advantage.
Designed for scholars, innovation leaders, and senior managers, this session offers practical insights into why GenAI initiatives stall and how organizations can build the cultural and strategic foundations needed to capture value. Attendees will gain a clearer understanding of how leadership, alignment, and organizational readiness shape the success of GenAI in complex enterprise environments.
Authors and Affiliations
Patricia Prado, University of São Paulo
Erica Berte, Metropolitan State University
Join us at the SAM International Business Conference to engage with this research and explore how organizations can bridge the gap between data abundance and GenAI-driven value creation. Learn more at www.samnational.org/conference